CEO/Managing Partner at Response Marketing
Website Address: https://response.agency
“More 2 Know” is a show made for people in the world of marketing and media who want to grow their advertising knowledge. Interviewing experts around the country, “More 2 Know” is the place to go for tips, tricks and entertaining quips to take your business to the next level. This week, our host interviews Carolyn Walker from Response Marketing.
To learn more, check out https://response.agency.
What is the biggest change in marketing that you see coming in the next 2 years?
I believe there will be a rebalance of the split of marketing dollars between brand and performance marketing, with more budget shifting to brand building. The AirBnB case is a great example.
What are the major challenges that you (and/or other advertisers) face today?
Data is killing creativity. Marketing is not science but art as commerce. While data is important– it informs strategy and helps us optimize campaigns, the pendulum has swung too far behind the tactics that are immediately measurable to the detriment of brand. Research shows that there is a compounded effect when companies support brand and performance marketing, and the more you take away from brand support the worse your performance marketing does. The big challenge is getting our clients and fellow marketers to buy into this concept and trust that the long term investment in brand will pay off.
How is the trend towards streaming television (CTV) impacting your advertising strategies?
It has become an integral part of our media plans. We have to be where our audience is.
What tactics do you find to be the most effective in getting your message or your customers’ message heard?
It depends on the audience. We’ve had some great success telling stories in audio (specifically podcasts) and in video (TV, CTV, YouTube)